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(revolution – 1)

days like this start like any other. Today we’ll all go where we need to be, and think of a million things that don’t go outside the parameters of normality. We will extend our concerns right up to the border of the everyday. No one can anticipate the extraordinary, although we can intuit it: we can feel it, we can put the puzzle back together even knowing that certain pieces are missing. The most important ones, probably.

Some people, in certain parts of the world, will not be able to sleep. They probably haven’t been able to do it decently for weeks or months, and it’s because they have in their hands a piece that could be a milestone, in some sense. Or in several. It’s hard to imagine one of these people walking down the street and thinking that they are working on something that can change the world .

(revolution – 1)
(revolution – 1)

There are two exceptional moments in the life line of a revolution: the day it is taught to the world… and the day before . Never, in any other situation are so many feelings, thoughts and hallucinations combined without remedy as in the previous hours of revealing a secret of that calibre. That day of the revolution – 1 , that countdown to the unknown, the liberation from accumulated inertia, is today.

January 24, 1984: Macintosh

The project was started in 1979 by the visionary Jef Raskin , who was able to see one step further: after dedicating himself to creating user manuals for the computers of the time, he understood that no explanations were needed, but machines so simple that they did not need so many explanations.

The market was not ready for a computer like the Macintosh, but Apple was

At a time when computing was practically something that large laboratories and data processing centers did, bringing to market a technology based on a relatively affordable graphical user interface was an absolute challenge. The market was new and everything had to be explained: from what a mouse was, to how to use a graphical application.

October 23, 2001: iPod

With Apple regaining some of its lost ground in the late 1990s, the iMac was the company’s first major success after reclaiming Jobs after years away. He knew it was necessary to up the ante, and in October 2001 he introduced the world to the iPod, a portable music player that achieved what no other could: that its name designated a category in itself .

The iPod stood out from the competition with the click-wheel and a distinctive design

And it was a crazy moment for that launch: Apple’s proposal was original, but expensive and there were already many other similar players. However, the company knew how to wrap its device with iTunes, with a spectacular design for the time and introduced the first touch interface in a product: the mythical click-wheel .

January 9, 2007: iPhone

The presentation par excellence, the day when the world of technology changed and entered the next generation in force: the iPhone arrived, the first smartphone to present original proposals based on complex software desktop , adapted for a mobile device. Although it did not yet have an app store, Apple knew how to tap into the market and was right on target, becoming the reference even today.

No one was able to anticipate the design of the original iPhone

Until that moment, no one imagined what the iPhone would look like. Despite years of speculation, fakes , imagined prototypes and other interpretations, no one in the world even came close to the final design. The gamble, again, was so risky that it probably would have put the company in serious trouble of making a failure. Even so, the release of that year’s version of Mac OS X had to be delayed in order to optimize all the company’s resources.

January 27, 2010: iPad

In a perfectly orchestrated move, the next logical step was the presentation of a tablet that would take the iPhone proposal a little further . The similar devices that existed at the time pointed in another direction: they were practically low-powered laptops with mediocre touch screens and operating systems not prepared for that interface.

The iPad was born at the opposite end of the spectrum from laptops: the post-PC era was inaugurated

The iPad, started from the opposite end: it was not born from a laptop, but from the mobile phone pocket. So it expanded the range and was able to contain useful applications designed from birth for a multi-touch interface. With this device, Apple entered directly into the Post-PC era ( which decentralised the computer as the centre of the digital world ) and started the war for 9-inch screens: tablets were becoming more powerful by the day and users were demanding more utilities for them.

September 9, 2014

If we connect the dots, we are less than two days away from the birth of a new category of products for Apple. They’re not the first, but if we go over the previous milestones, they never have been. It’s not a race for speed, but a game of strategy. It’s about taking the very concept of a device and creating it from scratch with the utility it deserves. Right now there are many smart watches , but maybe, again, the competition is digging in the wrong place.

Everything is repeating itself: the background of products that want to be something they are not very clear about, the technology that reaches the perfect point to achieve evolution, the lessons learned by everyone. The word “iWatch” is practically a concept more than a device right now, used and reused by users, media and competition with the mystery and caution of what Apple may present. Today we are on the R-1 day of something that will soon be history again within technology.


It’s again January 23, 1984, October 22, 2001, January 8, 2007, back to January 26, 2010. It is that day when we know nothing, a normal day that precedes the extraordinary , the perfect moment for something new to surprise us again. We cannot ask Apple to tiptoe, Apple is required to be exceptional and to take the reins, again.

Tomorrow, join the revolution .

At Apple